Consistent or not
Dikla Perez, Yael Steinhart, Amir Grinstein
When the product involved in an individual's first decision is high in consumption visibility, the individual's likelihood of engaging in consistent behavior is enhanced because concerns about social perception are elevated. In contrast, when the individual perceives the product involved in the first decision as less visible, concerns of appearing stable to others are less relevant, and thus the likelihood of engaging in consistent behavior is diluted.
Not so personal
Dikla Perez, Yael Steinhart
It's not personal: the differential effect of activation in advertising as a function of personalization levels.
The combination of Activation and social identity ad appeal has a positive effect on advertisement evaluation and on consumers choices.